Ryan Sheckler became a professional skateboarder at 13 and has dominated the sport. Among his credits are first-place trophies at the Gravity Games, the Vans Triple Crown, Slam City Jam and the X Games. Sheckler parlayed that success into a television career and now has a hit show on MTV with “Life of Ryan.”
So for Wicked Fashions, it was a no-brainer to approach Sheckler when seeking to launch an action sports brand.
“There’s a paradigm shift in retail right now toward action sports as trend-setting apparel,” said David Strumeier, senior vice president of marketing, licensing and new business development for Wicked. “When we do something, we want to do it right, so we sought out the number-one celebrity in the action-sports world.”
Strumeier said Sheckler is intimately involved in the line, called RS by Sheckler. “He scrutinizes every concept and has final authority and approval for every design brought to him. If he doesn’t believe it exemplifies authenticity at a value price point, he won’t approve it.”
The action-sports star said he has “always been involved in apparel. Since I was a kid, I have been involved in designing and pushing apparel for skating. Last year I finally decided there was a broader group of kids it needed to hit.” Hence the association with Wicked.
The association with Sheckler marks the first celebrity collaboration for Wicked, which was founded in 1991 and produces the Southpole urban brand, along with Whitetag and A. Prodigee.
Sheckler presented “an incredible opportunity to develop a unique line with someone who is well-rounded, has longevity in the industry and is highly appealing to our core consumer,” Strumeier said.
He called J.C. Penney Co. Inc. the “anchor” for the line, which also will be sold in regional chains such as Bealls and Gordmans and will be expanded to “key sporting goods retailers” for holiday.
Strumeier said Sheckler has agreed to be visible in the promotion of the collection, such as involvement in social networking and a “viral campaign” that will include a contest called “Hang With Ryan” in which the winner will fly to California and spend the day with him. There are major launch events planned for Los Angeles and New York and a billboard will be on display in Times Square.
Strumeier declined to provide a projected volume figure for the line, but said it will be “benchmarked” on the success of the Tony Hawk collection for Kohl’s Corp. Hawk, another skateboarding legend, has had a collection in Kohl’s since 2005. In addition, Target offers a line from Gold Medal snowboarder and skateboarder Shaun White.
Skeckler said he will continue his association with core companies in the skate industry, including Plan B and Etnies, noting: “I can still endorse and have signature apparel lines with my skate sponsors like Plan B and Etnies because the consumer price point is totally different. I am doing RS by Sheckler for everyone.” He is also sponsored by Red Bull Energy Drink, Oakley, Mission skin products, Nixon watches and Kicker Car Audio.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)